• Transform magazine
  • September 16, 2019

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Something WKD this way comes

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It's been 20 years since WKD first asked the question, 'Have you got a WKD side?' Now, in veteran status, the seasoned alcopop specialist is taking the bold jump from asking questions, to making statements.

With a reimagined look, courtesy of global design agency Jones Knowles Ritchie (jkr), WKD's rebrand aims to take its brand identity to the vibrant heights of the ever-competitive, ready-to-drink alcohol industry.

WKD's target demographic of 18-to-24 year-olds continues to provide a challenge for the majority of alcohol brands. With contingency plans in competition with culture shifts, jkr's revamp not only seeks to accentuate WKD's energetic brand style hitherto, its design focus holds vibrancy higher than it ever has.

The new look incorporates vivid lettering with engaging visuals, with the logo now appearing as an exclamation mark, the redesign emphasizes an element of fun. Design director at jkr, Adam Swan, explains, "Vibrancy and bright colours have always been part of the WKD story but this reinvented design unlocks that vibrancy and takes it one step further, bringing the passion, fun and excitement of the brand to life."

Jo Sykes, project leader at SHS Drinks which owns WKD, adds, "[jkr's] reinvented design perfectly captures both the spirit of the brand and the need to create a memorable icon that allows WKD to remain relevant and engaging for years to come."

WKD's new visual identity is set to roll out in October this year.